CRM Implementation & Customer Satisfaction at Charlotte Hotel

This assignment aims to evaluate the benefits and challenges of implementing a Customer Relationship Management (CRM) system at Charlotte Hotel. It involves analyzing data from a provided questionnaire, which includes questions about the current use of CRM, its positive outcomes on business activities, barriers faced during implementation, and customer satisfaction assessment methods employed by Qbic hotel. The goal is to draw insights into how CRM affects hotel operations and customer experiences.

Research project
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Table of Contents
P1. A research proposal that clearly defines a research question supported by a literature
review.....................................................................................................................................3
P2. Suitable research methods and approaches to primary and secondary research 300.......6
P3 Conducting primary and secondary research through use of appropriate research methods
................................................................................................................................................7
P4. Appropriate analytical tools, analyse research findings and data 1500...........................9
P5. Communication of research outcomes...........................................................................18
P6. Reflection on effectiveness of research methods...........................................................18
P7 Considering alternative research methodologies.............................................................20
REFERENCES..............................................................................................................................23
Appendix........................................................................................................................................25
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P1. A research proposal that clearly defines a research question supported by a literature review
Background of study
Customer relationship management is defined as a collection and analysis of information
which is designed for sales and marketing decision for developing understanding related to
potential customer needs. With the use of CRM software, the firm can easily determine the needs
and wants of their customers through managing and organising and tracking its strong customer's
interactions (Khodakarami and Chan, 2014). The present research is based on exploring the
effectiveness of implementing customer relationship management system on the customer
satisfaction of Charlotte hotel. Further, the hotel is operating its business operation on a small
scale where there is lack of use of digital technology. Digital technology plays the significant
role within an organisation as it helps to carry out different activities in an effective manner.
Along with this, it is one of the cost-effective methods that help in carrying out a different
business operation on time without many efforts. The customer relationship management system
is one of the effective software that can be implemented by Charlotte hotel which helps in
keeping a record of its strong customers and maintain a strong relationship with them..
Aim
To explore the effectiveness of implementing customer relationship management system
on the customer satisfaction- A study of charlotte hotel
Research objective
 To understand the importance of customer relationship management system
 To identify the effectiveness of customer relationship management system on the
customer satisfaction
 To evaluate the impact of customer relationship management system on the customer
satisfaction on the charlotte hotel
 To recommend strategies for successful implementation of customer relationship
management system
Research questions
1. What are the importance of customer relationship management system?
2. What are the effectiveness of customer relationship management system on the customer
satisfaction?
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3. What are the impact of customer relationship management system on the customer
satisfaction on the charlotte hotel?
Literature review
According to the view of Agnihotri, Dingus and Krush, (2016), customer relationship
management system is one of the effective technique that helps in managing the information
provided by customers and to maintain a strong relationship with them. CRM system is valuable
because all the information provides assist in boosting the general business goals of the firm. For
example, if sales consultants knew the specific needs and preference of their customers then it
became easy for them to deliver more personalised services for enhancing customer satisfaction
(Choudhury and Harrigan, 2014). Customer relationship management offers a wide range of
services that can benefit the firm such as weaken expense and business risk, track industry
trends, track customers habit etc. The firm can select a wide range of CRM system but in short
for getting the most insightful information it is important to select CRM system that is closely
tailored to the business goals of the firm. Within the firm, there are different types of business
activities which are carried out such as preparing the requirement of customers. Bartolacci and
Meixell, (2015) state that people have a different set of preference and it is essential for hotel
management to understand them in order to deliver quality services and enhance customer
satisfaction. Through implementing CRM technology, it can become easy for the firm to work
effectively and efficiently. Author state that it is essential to satisfy the needs and wants of the
customer on time so that they do not switch to another brand for fulfilling their needs and wants.
CRM system can help in recording the behavior of employees and identifying their requirement
through the help of which company can modify their products and services and fulfill their
requirement. For an organisation, before implementing digital technology it is essential to
provide training and development facilities to employees so that they can use new technologies
in an effective manner. However, Bull, (2010) argued that if employees are not highly skilled or
knowledgeable then it will be not easy for them to use new CRM system in an effective manner.
Therefore, it can become a barrier for a company to implement a new technology successfully. It
is essential for the firm to be careful while implementing a new technology and proper step
should be taken so that they can easily
Activities and timescales
Activit 1th 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
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y Week Wee
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Week Wee
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Week Week Week Wee
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Find
resear
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Topic
Litera
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Revie
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Drafti
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metho
dology
Finish
Propos
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Design
questi
on and
pilot
resear
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Carry
out &
Recor
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Resear
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Data
Analys
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is and
Makin
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Graph
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Discus
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and
Concl
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Final
Report
Editin
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P2. Suitable research methods and approaches to primary and secondary research 300
To carry out research in a right direction there are different methods, techniques, and approaches
which can be considered by the scholar. Regarding this, different research philosophy is
provided below
 Research philosophy: Research philosophy is used through which right information can
be collected for present research. It is classified into two-part interpretivism and
positivism. For the present research, the scholar will use interpretivism in order to make
the focus on objectives and the aim.
 Research design: Research design help the investigator in carrying out research in a right
direction. It is of three type that is experimental, descriptive and exploratory. Among
these, for the present research, descriptive research design will be used in order to explore
population covered in the study.
 Research approach: There is two type of research approach inductive and deductive. The
present research is based on exploring the effectiveness of implementing customer
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relationship management system on the customer satisfaction, therefore inductive
approach will be used by the scholar. As it helps in collecting specific information related
to the selected topic.
 Data collection: Both primary and secondary method will be used for collecting the
information in order to gain depth information related to the selected topic. In the primary
method, information will be collected through survey and secondary information will be
collected through books, journals and articles.
 Data analysis: When all the information is collected it is essential to properly evaluate it
in order to gain a valid outcome. For the present research qualitative method will be used
under which different themes and charts will be prepared and on the basis of its
interpretation will be done.
P3 Conducting primary and secondary research through use of appropriate research methods
To conduct research in a most prominent way, it is essentially required that one should
have better planed and strategies for conducting the research in the market. It will help them in
ascertaining the sufficient data of information through various sources. In the present research
there has been use of data collection technique on which primary and secondary methods will be
followed by the professionals. The resources have been gathered with the help of primary
techniques such as conducting the interview and sending the questionnaires. However, here the
data has been gathered and analysed bay the researcher to identify the main issues and then
necessary changes will be made to cure such obstacles. Moreover, here the primary research was
made over asking questions to the 15 employees of the Charlotte Hotel which was on the motive
of gathering the appropriate knowledge or information regarding their daily problems in
industrial operations.
Data collection:
This method helps in gathering all the relevant information from the available sources to
analyse the reason behind research problems. It is beneficial in testing the hypothesis as well as
evaluating the outcomes from the research. The research will be based on two methods such as
primary and secondary. In relation with the secondary research technique thee information about
the consumers' relationship management (CRM) will be analysed through various sources such
as books, journals, articles and internet surfing. The researchers have considers all the blogs and
articles of the critics to analyse what are the current trend, fashion as well as what are the issues
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which are being facade by a hospitality business. In accordance with Charlotte Hotel it can be
said that there are various rivalries in the environment which are challenging the operational
practices of this hotel as well as the work pressure among the employees which leads the firm in
having poor internal control (Franke and et.al., 2017). However, to ascertain the requirements of
the workforce the research has planned to organise the primary research with the help of
questionnaires which are going to be asked to 15 professionals in the Hotel.
Data analysis:
This is the process which will be helpful to the entity and the researchers to have an
appropriate solution. However, this technique helps in analysing the collected information and
conveying such outcomes to the users. Here the qualitative techniques of analysing the data has
been taken into consideration as it will be helpful in analysing the collected information as well
as making the effective decision about modifying the organisational policies and procedures
(Johnston, 2017). In this technique there is analysis was made on making the qualitative data
collection with the help of interviews, focus group examination as well as analysing various
experiments etc. Thereafter the collection of such information it will be evaluated and the new
theories will be made which will fruitful in meeting the aims and objectives.
Research Limitations:
In consideration with determining the accurate reasons and reach to the appropriate
solution which will, be helpful in highlighting the issues in hospitality sector. There are several
sources which did not studied well by the researchers as the researcher has various limitations.
There has been preparation of the questionnaires which were asked to the employees but its has
been analysed that they are not showing interest in presenting their views as well as they feel
hesitated in presenting their thoughts (Franke and et.al., 2017). The research took time of 20
weeks which was not adequate in analysing all the factors which are influencing the operational
practices of the hospitality sectors. It has been analysed that there are more issues which are not
been studied during the period as there will be requirement of more time and efforts of the
researchers to conduct the appropriate study and analysis over the facts.
Ethical consideration:
To bring the research a legal approval there is need to implement all the sources from
where the researchers has collected the details. However, to have the adequate ethical influence
there has been proper referencing form the books, journals and various online sources. It will
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give the adequate information regarding the data gathered by the professionals through various
sources (Johnston, 2017). Thus, the consideration of such source will help the study to have the
legal influence as it secure the thoughts and views of such authors who has proposed their
theories and ideas in such organisational issues.
Reliability and Validity:
In relation with the reliability and validity of the study. The researchers have made the
adequate study and analysis over these observations. The implication of the various resources
which refers to each theories and arguments help in validating the research. The data gathered
from several sources will be helpful in making the adequate analysis over the issues as well as
make the appropriate analysis of the operations (Kobelt and et.al., 2017). The collected
information belongs to the personal views and thought of such employees and they have helped
in making the fruitful study. Thus, the influence of such details has been referred to the
authenticated sources which will be helpful in making validated efforts.
P4. Appropriate analytical tools, analyse research findings and data 1500
Theme 1: Charlotte hotel used customer relationship management system
1. Does Charlotte hotel used customer
relationship management system? No. of respondents Percentage
Yes 12 80%
No 3 20%
No sure 0 0%
15 100%
9

Interpretation and analysis: From the above result it is found out of 15, 12 state that Charlotte
hotel used CRM system. The hotel makes use of new technology in order to deliver quality
services and for increasing satisfaction level of customers. On the other side, 3 said that
company does not use CRM system. Therefore, it can be stated that few of the employees do not
know that company used new technology. It shows improper management of the Charlotte hotel
and lack of finance due to which CRM system is implemented and in few operations. Hence it is
essential for Charlotte hotel to need to do proper planning of finance so that all the operations of
the business can be work in an effective manner.
Theme 2: customer relationship management system is beneficial for enhancing customers
satisfaction
2. Do you agreed customer
relationship management system is
beneficial for enhancing customers
satisfaction? No. of respondents Percentage
Highly agree 5 33%
Agree 3 20%
Neutral 2 13%
Disagree 3 20%
Highly disagree 2 13%
15 100%
10

Interpretation and analysis: The aforementioned chart shows that when the question asked
regarding CRM system is beneficial for enhancing customers satisfaction then out of 15, 5 are
highly agreed and 3 only agreed. It clearly shows that employees have knowledge related to
benefit of CRM system. Employees use this system in an effective manner which helps them in
improving their performance and accomplishes the goal on time. On the other side, 3 disagree
and 2 highly disagreed with the given statement. Employees who state that they do not think of
any benefit related to the use of customer relationship management system for customer
satisfaction. Due to this reason they avoid using CRM system. However, 2 among neither agreed
nor disagreed about any benefit of the customer relationship management system. Hence,
Charlotte hotel should ensure that employees are aware of these new technologies and its
benefits so that they can use them in their practices for increasing customer satisfaction. When
employees came to known about the significance of CRM system then they will start using it in
order provide quality services to customers.
Theme 3: There is positive outcome on business activities while using CRM system
3.) Do you find any positive outcome
on business activities while using
CRM system? No. of respondents Percentage
Yes 8 53%
No 5 33%
Do not know 2 13%
15 100%
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Interpretation and analysis: From the above result it is found out of 15, 8 state that there is
positive outcome on business activities while using CRM system. It means employees are aware
of how much CRM can benefit them. Further 5 think no any type of positive impact on business
activities. However, 2 do not know about the customer relationship management and its impact
on the business activities. There are different types of perception which is carried out by the
employees. From the finding it can be stated that majority of people has noticed positive impact
of CRM technology on the business activities. Hence, employees know the implication of digital
technology and how effectively it can improve Charlotte hotel performance.
Theme 4 Charlotte hotel provide training and development facility to employees regarding
the use of CRM system
4.) Does Charlotte hotel provide
training and development facility to
employees regarding the use of CRM
system? No. of respondents Percentage
Highly agree 5 33%
Agree 6 40%
Neutral 1 7%
Disagree 2 13%
Highly disagree 1 7%
15 100%
12

Interpretation and analysis: From the above result it is found out of 15, 5 are highly agreed and
6 only agreed that Charlotte hotels provide them training and development facility regarding the
use of CRM system. It means that Charlotte hotel focus on improving the skills and knowledge
of employees so that they can effectively use new technology. On the other side, there are 2 who
disagreed and 1 is highly disagreed with the given statement. Few of employees are enough
capable regarding the use of new technology so they are not provided training facility. However,
Charlotte hotel should focus on providing training facility to all of its employees because it helps
developing weakness skills and strengthen other skills which help in carrying out business
operations in an effective manner.
Theme 5 Improves satisfaction of customers is the benefits of implementing a CRM system
at Charlotte hotel
5.) According to your opinion what
are the benefits of implementing a
customer relationship management
system at Charlotte hotel? No. of respondents Percentage
Improves performance level 5 33%
Better quality services 3 20%
Improves satisfaction of customers 7 47%
15 100%
13

Interpretation and analysis: The aforementioned chart shows that when question asked
regarding the benefits of implementing a CRM system at Charlotte hotel out of 15, 5 said
improve performance level, 3 state better quality services and 7 replied improved customers
satisfaction. Hence it can be stated that different respondents have different view regarding the
use of CRM system. While most of the people think that with the use of customer relationship
management system they can easily enhance customers satisfaction. It is because they know with
the use of CRM they can easily keep the record of their needs and wants and purchasing
behaviour which help them in improving their services. Charlotte hotel should implement
customer relationship management system effectively that they can easily improve quality
services and accomplish success.
Theme 6: Lack of technical skills is the barrier Charlotte hotel face while implementing a
new technology
6 What are the barrier Charlotte hotel
face while implementing a new
technology? No. of respondents Percentage
Lack of technical skills 6 40%
Improper planning 5 33%
Cost barrier 4 27%
15 100%
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Interpretation and analysis: From the above result it is found that out of 15, 6 said that lack of
technical skills among employees is one of the barrier which company face while implementing
customer relationship management system within the firm. It is because employees are not
highly skilled as they can use new technology within the firm. On the other side, 5 replied that
improper planning is issue which company faced while implementing a new technology and 2
think cost barrier. There are few of the participants who think that improper planning is the
barrier which can be faced by Charlotte hotel. Hence it can be stated that company should focus
on reducing all the barrier and especially it should focus on enhancing the technical skill so that
CRM can be implemented successfully.
Theme 7: There is link between CRM and customers satisfaction
7.) Do you think that there is link
between CRM and customers
satisfaction? No. of respondents Percentage
Highly agree 4 27%
Agree 5 33%
Neutral 1 7%
Disagree 3 20%
Highly disagree 2 13%
15 100%
15

Interpretation and analysis: The aforementioned chart shows that when question asked
regarding the link between CRM and customers satisfaction out of 15, 4 state they are highly
agreed and 5 only agreed. On the other side 3 are only disagreed and 2 only disagreed with the
given statement. While 1 among them neither agreed nor disagreed with the given statement.
Hence it is analysed that most of the employees think that link between CRM and customers
satisfaction system and customer satisfaction are linked with each other. It shows that they know
the benefits which company can get from CRM such as recording customers behaviours, tracking
potential customers, delivering services according to the need and many other benefit of link
between CRM and customers satisfaction that can enhance customer satisfaction of Charlotte
hotel
Theme 8: Information sharing is the activities undertaken Charlotte hotel for customer
need assessment
8.) What are the activities undertaken
Charlotte hotel for customer need
assessment No. of respondents Percentage
Studying existing customers 5 33%
Information sharing 6 40%
Providing special services 4 27%
15 100%
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Interpretation and analysis: From the above result it is found out of 15, there are 8 who state
that studying existing customer is the activity which is undertake by Charlotte hotel for customer
need assessment. On the other side 6 replied information sharing and 4 think providing special
services. Hence, it is analysed that most of the people think that information sharing is one of the
effective activities which help in improving and modifying the products and services according
to the needs of people.
Theme 9: Charlotte hotel do not take feedback from customer after delivering them
services
9. Does your Charlotte hotel take
feedback from customer after
delivering them services No. of respondents Percentage
Highly agree 3 20%
Agree 2 13%
Neutral 1 7%
Disagree 4 27%
Highly disagree 5 33%
15 100%
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Interpretation and analysis: The aforementioned chart shows that when question asked regarding
the Charlotte hotel take feedback from customer after delivering them services out of 15, 3 are
highly agreed and 2 only agreed. On the other side 4 disagreed and 5 only disagreed with the
given statement. However, 1 among then neither agreed nor disagreed with the above-mentioned
statements. Therefore, it is analysed that charlotte do not take feedback after delivering a service
which is not effective for the company. Feedback help in improving the products and services
which help in increasing the satisfaction level of customers.
P5. Communication of research outcomes
Covered in PPT
P6. Reflection on effectiveness of research methods
From the results, it is summarised that digital technology is used in the Charlotte hotel. It
provides lots of benefits to the firm in respect increase sales and profit of the firm and to enhance
customer satisfaction. However, the employees of an organisation think that technology which is
used within the organisation is not in an effective manner. There are so many barriers which are
faced by the firm while implementing and using CRM systems. In addition to this, it is essential
for the firm to understand the significance of implementing a new technology and take a proper
step so that it can be implemented in an effective manner. With the use of digital technology, the
firm can easily accomplish its goals on time and enhance its customer's satisfaction level. It helps
the selected hotel in reducing the wastage and save time and money. Advanced technology help
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in reducing the wastage of time and assist in managing all work without any mistakes. Hence it
can be stated that use of new technology can help company accomplishing growth which is quite
difficult while using any traditional method.
Further research concludes that there are different types digital technology which has various
implication on Charlotte hotel. For SME it is tough to survive in a competitive market and it is
essential for the company to focus on implementing and updating a new technology so that they
can easily gain competitive advantage. Through providing training facility to employees it will
become easy for them to implement CRM system successfully.
Recommendation
• From the present research it is recommended that Charlotte hotel need to focus on
providing training and development facility in order to develop the knowledge and
technical skills of its employees. Through conducting training session in 3 months help
employees in developing their skill and make them more motivated toward the work.
• Further from the research finding it is recommended that company can focus on making
improvement in providing services to its customers. It is essential to take feedback from
customers so that improvement can be made in the products and services according to the
customers requirement. Hence with the use of CRM system company can effectively
record feedback and query of its employees so that customers satisfaction level can be
enhanced.
• At last, from the finding it is recommended that proper steps required to be take while
implementing CRM system because it lead to affect the entire way of working. If
employees are not aware of new technology then it hampers their way of working. Hence
company should take appropriate planning and step for successful implementation of
CRM.
Reflection
Research method which is applied in the present research is proven to be effective
enough in order to accomplish the aim of the study. The present research aim is to explore the
effectiveness of implementing customer relationship management system on the customer
satisfaction in context to the Charlotte hotel. Therefore, inductive approach assists in making an
appropriate conclusion on the basis of gathered information. Along with this, inductive reasoning
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also works with the specific observation and provide an area for further improvement for the
researcher. Apart from this positivism research philosophy is effective enough in order to
provide well-defined structure for the research. With the help of this everything can be calculated
and measures that further help helps in determining the impact of CRM system on the business
operation and customer satisfaction. For the present investigation both primary and secondary
method was adopted which has been proven to be effective enough in order to gather useful
information. Primary data is effective for understanding the significance of implementing a new
technology and issues faced by firm due to the inappropriate implementation of CRM system.
The survey method was effective enough in order to gain information from employees of
Charlotte hotel for getting specific information. Due to the limitation of time and money survey
has been conducted on a short scale. The survey was an economical method in order to collect
new information and it assists in saving time that can be consumed while collecting the
information.
On another side, secondary information is collected in order to gain depth information
related to the selected subject matter. To analysis, all the collected information qualitative
technique was used by the researcher. This method helps in analysing the gathered information
in a systematic manner. Different charts and graphs used for presenting the information are one
of the appropriate methods for presenting the results in a systematic manner. Hence all the
selected methods are effective enough in order to accomplish the aims of the present study.
P7 Considering alternative research methodologies
There can be several ways or methods of conducting the research which will be helpful
for studying the various issues in the current environment. The importance of the methods as it
funnel the researchers to perform the tasks in accordance with attaining the appropriate
information as well as collecting the beneficial data from such research (Kobelt and et.al., 2017).
Thereafter, collection of data, it will be analysed and interpret by them as to have the better
solution and recommendations to the professionals of Charlotte Hotel. Thus, apart from data
collection there are some different research methodologies which will be helpful in determining
the outcomes and suggesting the appropriate changes in the business. It will be helpful to them in
managing the consumer relationship management (CRM). The alternative ways of conducting
are as follows:
Research Philosophy:
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This method is associated with presenting the clarification of the study and research made
by researchers to interpret the best knowledge. It determines that all the studies and survey are
based on assumptions which ascertains the understanding of people or world towards a particular
thing. However, the importance of choosing a philosophy is to highlighting the adequate
solutions to the research problems (Hernandez-Sherrington and et.al., 2017). However, here the
researchers has planned to choose the Positivism research philosophy which bring the adequate
information and details regarding the issues with the help of various authors and philosophers.
Here the collected data will be observable and quantifiable to have the successful study over the
individual behaviour. The positivism philosophy will be helpful in analysing the quantifiable
observation which in turn presents the statistical analysis and observing adequate human
experiences towards any issues.
Research Type:
There will be use of fundamental technique of conducting the research over such issues it
will be helpful to the researchers to reach to the adequate solutions and make the proper
interpretation of the findings (Types of Research Methods, 2017). To reach to the concrete
solution there will be examination of various facts and assumptions which will help the
researchers to convey the appropriate suggestions to the Charlotte Hotel. The motive of the
research is to present the most effective solutions to the analytical issues as well as highlight
them to make the accurate decisions.
Research Approach:
To the effective reason behind the issues there are various approaches which will be
helpful in examining the appropriate study over such obstacles. However, in the present research
the researchers has determined the inductive appropriate which in turn helpful for getting the
appropriate answers to the questions which being chosen as the objectives of the study. However,
the method of such approach is based on having study over the observations on the individual
behaviour. Moreover, after analysing the such observation there are theories being proposed.
These theories are being presented by the research on the basis of studying the various
hypothesis behind the observations (Inductive Approach (Inductive Reasoning), 2017). Thus, To
facilitate the most helpful and beneficial information to the professionals of Charlotte Hotel
which will be helpful in terms of enhancing their efficiency the inductive approach will be
beneficial to them.
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Research Design:
In order to analyse the adequate solution of the business there is need to analyse the
research problem which will be based on accurate design of the study. Thus, in the present
research there has been used of exploratory technique which will be helpful in identifying the
obstacles in the hospitality sector with the consideration of the concrete evidences. It helps is
exploring the research questions to support the study and bring the conclusive outcomes
(Whicher, Philbin and Aronson, 2018). There can be influence of secondary sources such as
conducting surveys over the networking sites as well as building the satisfactory marketing or
communication channel. It is also helpful in investigating individual choices, preferences and
behaviour towards an organisation or its products and services.
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REFERENCES
Books and Journals
Agnihotri, R., Dingus, R., Hu, M.Y. and Krush, M.T., 2016. Social media: Influencing customer
satisfaction in B2B sales. Industrial Marketing Management, 53, pp.172-180.
Bartolacci, M.R. and Meixell, M., 2015. Success Factors in online supply chain management and
e-customer relationship management. Electronic Customer Relationship Management.
Advances in information Management Systems, 3, pp.21-33.
Bull, C., 2010. Customer Relationship Management (CRM) systems, intermediation and
disintermediation: The case of INSG. International journal of information
management, 30(1), pp.94-97.
Choudhury, M.M. and Harrigan, P., 2014. CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic Marketing, 22(2),
pp.149-176.
Franke, D. and et.al., 2017. ATSAS 2.8: a comprehensive data analysis suite for small-angle
scattering from macromolecular solutions. Journal of applied crystallography. 50(4).
pp.1212-1225.
Hernandez-Sherrington, M. A. and et.al., 2017. Tolerant and extensible discovery of
relationships in data using structural information and data analysis. U.S. Patent 9,792,351.
Johnston, M. P., 2017. Secondary data analysis: A method of which the time has come.
Qualitative and quantitative methods in libraries. 3(3). pp.619-626.
Khodakarami, F. and Chan, Y.E., 2014. Exploring the role of customer relationship management
(CRM) systems in customer knowledge creation. Information & Management. 51(1). pp.27-
42.
Kobelt, G. and et.al., 2017. The burden of multiple sclerosis 2015: Methods of data collection,
assessment and analysis of costs, quality of life and symptoms. Multiple Sclerosis Journal.
23(2_suppl). pp.4-16.
Whicher, D., Philbin, S. and Aronson, N., 2018. An overview of the impact of rare disease
characteristics on research methodology. Orphanet journal of rare diseases. 13(1). p.14.
Online
Inductive Approach (Inductive Reasoning). 2017. [Online]. Available through :<https://research-
methodology.net/research-methodology/research-approach/inductive-approach-2/>.
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Types of Research Methods. 2017. [Online]. Available through :<https://research-
methodology.net/research-methodology/research-types/>.
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Appendix
Questionnaire
1. Does Charlotte hotel used CRM system?
Yes
No
No sure
2. Do you agreed CRM system is beneficial for enhancing customers satisfaction?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
3.) Do you find any positive outcome on business activities while using CRM system?
Yes
No
Do not know
4.) Does Charlotte hotel provide training and development facility to employees?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
5.) According to your opinion what are the benefits of implementing a CRM system at Charlotte
hotel?
 Improves performance level
 Better quality services
 Improves satisfaction of customers
25


6 What are the barrier Charlotte hotel face while implementing a new technology?
Lack of technical skills
Improper planning
Cost barrier
7.) Do you think that there is link between CRM and customers satisfaction?
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
8.) What are the activities undertaken Qbic hotel for customer need assessment
 Studying existing customers
 Information sharing
 Providing special services

9. Does your company take feedback from customer after delivering them services
 Highly agree
 Agree
 Neutral
 Disagree
 Highly disagree
26